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Alcohol can cause abnormal heart rhythms in the body, high blood pressure and can damage the heart muscle and cause other diseases such as strokes, liver problems and some cancers. Alcohol is also high in calories and can lead to weight gain and health-related issues in that sense (British Heart Foundation). Caffeine in large amounts can also have effects on the body and health, such as increased breathing and heart rate as well as increased mental activity and physical energy. The body can also become dependent on caffeine physically and psychologically and then feel withdrawal symptoms from it (Better Health Channel). Hence, excess levels of both can have adverse effects on health, especially young people. Light - Have a job that involves long periods of sitting (office-based / driving) or are home-based and sitting for much of the day. Typical jobs: office worker, sales rep, bus/taxi/lorry driver. The company stated that NIADA seemed to make the general case that high strength alcohol in and of itself caused anti-social behaviour. However, the company stated that if this was true, a well-known vodka brand with a 37.5% ABV would be far more likely to cause excess drinking and anti-social behaviour than Dragon Soop at 7.5% ABV.
When considering all these elements in combination, the Panel concluded that the name venom, in this particular context, and its presentation, in combination with the aggressive snake imagery, gave the overall impression that the product was marketed mainly on the danger associated with venom, and therefore required bravado to drink it. The company noted the Panel’s rationale that Dragon Soop Venom was significantly different to the rest of the Dragon Soop range as it considered that Venom did not indicate its flavour and was marketed mainly on the danger and intimidation associated with venom, alongside the aggressive snake imagery. The company also noted the Panel’s point that Dragon Soop Venom had a clear association with poison, which implied that the drink was dangerous to consume and therefore required bravado to do so. The company stated that it had respect for the work of specialist organisations like the Northern Ireland Alcohol and Drugs Alliance (NIADA) and supported the work it did to aid and educate the often vulnerable, under-privileged young people who were addicted to immoderate and dangerous behaviour with regard to substances and alcohol. However, the company stated that NIADA’s focus was narrow and specialised and its evidence that had been taken solely from its work with this particular group was not impartial.
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It may be necessary to inform consumers that a product contains certain ingredients, for example high caffeine content, but this must be done in a factual and ‘non emotive’ way.” The company stated that it recognised that while each element of the marketing and design of Dragon Soop was important, the overall impression was the most important element to avoid direct or indirect particular appeal to under-18s. Inactive - Do very little exercise, going for the occasional walk (moderate pace, low intensity). Spend majority of leisure time doing activities such as watching TV, playing computer games, on the internet, reading, cooking, driving, general household chores. Each can of Dragon Soop has caffeine equivalent to more than two shots of espresso and four units of alcohol
In summary of the above, the Panel concluded that Dragon Soop Venom did breach Code rule 3.2(b), but did not breach Code rules 3.1, 3.2(a), 3.2(f), 3.2(h),3.2(j) or any other part of the Code. Action by company: Commenting on the decision, Nicola Williams, the chair of the Independent Complaints Panel, said: “Whilst creativity and brands expressing their identities through their products is to be encouraged, care must be taken to avoid associating alcohol with bravado, or suggesting a consumer must be daring to drink it.. In this case, the name and imagery created an overall impression that was over the line of acceptability. For these reasons, it was a breach of the Code.” The company explained that in 2015, Dragon Soop was fully investigated by the Independent Complaints Panel (Panel) under Code rules 3.2(f) and 3.2(h) which it found to not be in breach. The company highlighted that it had received a letter from the Chair of the Panel that there had not been any breach of the Code and that the decision was final.Throughout April and May this year you’re touring in support of your album, are there any places you particularly love performing?
A factual statement that a product contains a particular ingredient, for example high caffeine content, is unlikely in itself to be problematic under the Code.” Whilst creativity and brands expressing their identities through their products is to be encouraged, care must be taken to avoid associating alcohol with bravado, or suggesting a consumer must be daring to drink it.. In this case, the name and imagery created an overall impression that was over the line of acceptability. For these reasons, it was a breach of the Code.”
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The company then explained that since Dragon Soop had been launched in 2010 there had only been three complaints in the intervening 12 years (the complaint from 2015 which was considered against Dragon Soop Strawberry and Lime, which was found not to be in breach of the Code, and the other two which were currently subject to investigation.) The company stated that this was a remarkably low figure for a brand that sold 13.6 million cans per year. NIADA is the alliance which facilitates co-operation among voluntary and community sector organisations supporting those affected by alcohol and drug use, and their families. We as a collective membership group wish to submit a complaint about caffeinated alcoholic drinks. That while the product’s alcoholic strength was clearly communicated there was no undue emphasis of the strength or intoxicating nature (3.2(a) – alcoholic strength); Heavy - Active for much of the day, walking non-stop and carrying objects. Typical jobs: hospital/ward nurse, waitressing in a busy restaurant, cleaner, porter, labourer/construction worker, gardener, farm worker. Leisure Activity Level A NIADA spokesperson commented: “NIADA are delighted that one of the complaints lodged against the drink Dragon Soop has been upheld.
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